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Effectiveness of Animated Spokes Character in Advertising Targeted to Kids

Author

Listed:
  • Shuja, Komal
  • Ali, Mazhar
  • Mehak Anjum, Munazzah
  • Rahim, Abdul

Abstract

The purpose of the study was to find the effectiveness of using animated characters in advertising targeted to kids. The research design was quantitative and its research type was causal. The respondents of the study were ‘Pre-primary school going kids’ from nine different schools belonging to different areas of Karachi, Pakistan. Data was analyzed through Classification Regression Tree (CRT).The findings of this research study reveal that liking of the animated spokes character has a significant effect on product and brand character recognition, Product-Brand Character Association and brand preference. The majority of earlier related studies have been descriptive in nature. This study has used relatively advanced measurement technique like CRT thereby making methodical contribution. It is especially useful considering the paucity of research studies on advertising targeted at kids in Pakistan.

Suggested Citation

  • Shuja, Komal & Ali, Mazhar & Mehak Anjum, Munazzah & Rahim, Abdul, 2016. "Effectiveness of Animated Spokes Character in Advertising Targeted to Kids," MPRA Paper 73362, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:73362
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    References listed on IDEAS

    as
    1. Bahn, Kenneth D, 1986. "How and When Do Brand Perceptions and Preferences First Form? A Cognitive Developmental Investigation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(3), pages 382-393, December.
    2. Ali, Mazhar, 2016. "Evaluating Advertising Effectiveness of Creative Television Advertisements for High Involvement Products," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 17(4), pages 916-932.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Children Buying Behavior; Animated Character ; Advertising Effectiveness; Brand Preference; Brand Association; Brand Recall; Brand Recognition;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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